M RahmanMarketing mix of Netflix (7Ps of Netflix)
This is a detailed analysis of the marketing mix of Netflix. It explores the 7Ps (Product, Price, Place, Promotion, Process, People, and Physical Evidence) of Netflix and explains the company’s business & marketing strategies. Netflix, Inc. is the world’s leading provider of the Internet entertainment, headquartered in California, the USA.
Products of Netflix
Netflix offers its customers an extensive list of programmes e.g. features films, TV shows, documentaries, Netflix originals and many more. It has three major categories of contents i.e. licensed non-first-window content, licensed original first-window content, and owned original first-window content (Netflix, 2023).
Though many programmes have been successful, the list of unsuccessful ones is also long. Cashman (2023) compiles a list of worst Netflix series. Series such as Emily in Paris, Real Rob, Hype House, The Goop Lab, Richie Rich, and Chasing Cameron are some of them in the list.
There are four plans available for anyone wishing to take Netflix membership i.e. basic with adverts, basic plan, standard plan, and premium plan. Some films and TV programmes are unavailable with basic with adverts plan.
Netflix adds new TV programmes and movies every week to meet the growing demands of the subscribers. Many people perhaps do not know that Netflix was a simple DVD-by-mail rental service before it transformed itself as the most powerful online content provider in the world. DVD rental service is still available and is expected to continue as long as it makes some profits for Netflix.
Price and pricing strategies of Netflix
Pricing is a very important element in the marketing mix of Netflix (7Ps of Netflix). Netflix subscribers can watch TV shows, movies, and other services without having to download them as long as they have an Internet connection. And this comes up with a price!
Customers pay a monthly subscription and plans start from £4.99 a month in the UK with no extra costs or contracts (plans range from £4.99 to £15.99 a month). The monthly subscription in the USA costs anywhere from $6.99 to $19.99 depending on the subscription tiers, which differ in price and features (Johnson, 2022).
Some analysts argue that Netflix has a value-based pricing strategy. Others argue that it pursues a competitor pricing strategy. A review of information published by Money Super Market (2022) shows that its prices in the UK are very much in line with those of its competitors.
Place/distribution channels of Netflix
People can watch Netflix on their smartphones, laptops, tablets, smart TVs, streaming devices, and game consoles. It is available virtually anywhere and anytime as it is an online streaming business.
Netflix is available in over 190 countries and only a few countries and territories such as China, Crimea, North Korea, Russia, and Syria where the service is not available due to U.S. government restrictions on American companies (Netflix, 2023).
Promotional strategies of Netflix
Promotion is one of the key elements in the marketing mix of Netflix (7Ps of Netflix). Netflix has adopted a number of promotional strategies to attract and retain its subscribers. That includes the use of both traditional and modern media platforms.
For instance, in 2021, Netflix spent around $2.55 billion U.S. dollars on marketing activities including advertising (Statista, 2022). This makes it one of the biggest advertising buyers in the entertainment industry in the world.
It is not surprising that Netflix uses almost all media channels to take its message to its target audience. Celebrity endorsement, advertising on billboards and print media, word of mouth, and extensive use of social networking sites are some of the ways Netflix promotes itself.
Netflix’s first month free trial policy is also a promotional activity to persuade potential customers to subscribe and use its services. So far, this method has proven very effective.
People of Netflix
Netflix has grown in both size and scope over the years to become the major player in the entertainment industry in the world. It employs approximately 11,300 full-time workers (Stoll, 2022).
Netflix focuses on hiring talented people with diverse backgrounds, cultures, and perspectives. As long as the membership is concerned, it has over 223.1 million subscribers globally (Netflix, 2023).
Process in Netflix
Process refers to a set of activities that need to be carried out in order to achieve a particular result. Different business functions may have different processes. For instance, signing up with Netflix is a straightforward process.
Netflix is free for 30 days for new members. If new members enjoy the service and would like to continue, they need to do nothing as their membership will automatically continue. However, membership can be cancelled online anytime.
Physical evidence of Netflix
Physical evidence is the last element to address in the Marketing mix of Netflix (7Ps of Netflix). As Netflix is a streaming service, its website and app are its primary physical evidence. Its offices and data centres are also part of the physical evidence.
No doubt that Netflix has a very user-friendly website and a mobile app. It also has offices and data centres in many countries e.g. the USA, the Netherlands, Brazil, India, Japan, and South Korea.
Summary of marketing mix of Netflix (7Ps of Netflix)
The above analysis shows that Netflix has implemented the elements of marketing mix very well. However, there are some areas where further improvements can be made. The company must work more on avoiding production of weak series.
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Last update: 14 February 2023
References:
Cashman, R. (2023) 15 Worst Netflix Original TV Series, available at: https://www.cbr.com/worst-netflix-original-tv-series-ranked/#chasing-cameron-2016-represents-everything-wrong-with-chasing-fame (accessed 12 February 2023)
Johnson, D. (2022) How much is Netflix? A breakdown of the monthly prices for every subscription plan, available at: https://www.businessinsider.com/guides/streaming/netflix-price?r=US&IR=T (accessed 14 February 2023)
Money Super Market (2022) Compare the best TV and Film Streaming Services, available at: https://www.moneysupermarket.com/broadband/streaming-services/ (accessed 11 February 2023)
Netflix (2023) Netflix Corporate Information, available at: https://help.netflix.com/en/node/2101 (accessed 14 February 2023)
Statista (2022) Netflix’s marketing spend, available at: https://www.statista.com/statistics/1097045/netflix-marketing-expenditure/ (accessed 11 December 2022)
Stoll, J. (2022) Number of Netflix employees, available at: https://www.statista.com/statistics/587671/netflix-employees/ (accessed 14 February 2023)
Author: M Rahman
M Rahman writes extensively online and offline with an emphasis on business management, marketing, and tourism. He is a lecturer in Management and Marketing. He holds an MSc in Tourism & Hospitality from the University of Sunderland. Also, graduated from Leeds Metropolitan University with a BA in Business & Management Studies and completed a DTLLS (Diploma in Teaching in the Life-Long Learning Sector) from London South Bank University.
